Stellantis seeks to revive popular brands such as Chrysler and Dodge to boost US sales

Investing.com -- In a bid to rejuvenate its U.S. operations, global automaker Stellantis (NYSE:STLA ) has initiated a series of changes, focusing on reviving well-known American brands and offering models at more affordable price points. This strategy comes in the wake of former CEO Carlos Tavares's departure, after which the company has decidedly veered away from his playbook.

Stellantis's brand leaders are prioritizing the reinvigoration of brands such as Chrysler and Dodge, whose sales and product lineups have dwindled in recent years. The automaker is hoping that the introduction of more affordable models and promotions will spur sales, reversing the disappointing performance of 2024, which ended with Tavares's exit in December.

Among the changes, Stellantis has put on hold the release of two high-profile electric vehicle models and has brought back some executives who had left during Tavares's tenure. This includes the reappointment of a retired company veteran to head the Ram brand.

Stellantis is also planning to introduce new models in popular categories that had been sidelined under the previous leadership. Specifically, the automaker is reviving the Jeep Cherokee, a model that once accounted for about 17% of Jeep’s annual sales before it was discontinued earlier this decade. Similarly, Dodge is reintroducing the gas-engine version of its Charger muscle car, and Ram is temporarily halting its all-electric pickup truck.

Stellantis, which sells seven auto brands in the U.S., including Maserati and Alfa Romeo, is hoping these changes will jump-start its sales and strengthen its position in the competitive U.S. auto market.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.

Source: Investing.com